Multi-masking drives growth in prestige skincare

Sales of face masks grew by 22.8% as the Instagram beauty trend takes hold in the UK

London: 2nd December 2015:  The trend for multi-masking is driving growth in the prestige skincare market, according to the NPD Group Inc., a global information company. The face mask market was worth £6m in the YTD October 2015, and whilst skincare masks account for just 1.6% of the total women’s skincare market, it reported double digit growth in the YTD October 2015 where it increased by 22.8% vs the same period last year.

Skincare remains a vital sector within the prestige beauty market. The total value of women’s skincare market represents 24.1% of the total prestige beauty market in YTD October 2015, equating to £368M in absolute value. Sustaining this growth are specialist products like masks and cleansers which introduce customers to new lines and foster greater brand loyalty.

June Jensen, Director U.K. Beauty for The NPD Group explains: “Masks have been growing in popularity over the last three years, but it was the Instagram craze for multi-masking stimulated huge growth in the market. Customers began experimenting with two or three masks at one time and this trend really took hold in the UK. Emerging early in 2015, it has become the ‘must-try’ skincare trend of the year, it was pioneered by beauty bloggers and Instagram influencers who demonstrated the trend, sharing their pictures online. This frenzy of online activity saw consumers spending more on masks so they can experiment with this innovative method of treating the skin at home.”

Multi-masking mania
The mask market has witnessed steady growth over the past three years which accelerated in 2015 due to the popularity of multi-masking. The market has increased from £3,890,385 in YTD 2012 to £5,977,414 in YTD October 2015.

YTD (Jan'12 - Oct'12) YTD (Jan'13 - Oct'13) YTD (Jan'14 - Oct'14) YTD (Jan'15 - Oct'15)
£3,890,385 £4,468,510 £4,867,385 £5,977,414

Growth has come from new launches and an increase in unit sales which rose to 187k unit sales in the YTD October 2015, rising 22.3% on the same period last year. The average price of facial masks is: £31.90 in YTD October 2015 compared to £31.80 last year. The best performing masks in the market as a whole are hydration products.

Best-selling masks YTD, Jan – Oct, 2015 (alphabetical order)

Clarins M-I Masque Baume Repulpant MI 75ml

Clinique Turnaround Instant Facial 75ml

Clinique Pore Refining Solution Charcoal Mask 100ml

Estee Lauder Revitalising Supreme Anti-ageing Masque 75ml

Origins Original Skin Retexturizing Rose Clay Masque 100ml

June Jensen, Director U.K. Beauty for The NPD Group concludes, “The recent growth in the mask market, fuelled by the trend for multi-masking is important in a number of ways. Firstly it’s boosting the prestige skincare market by increasing sales, whilst ensuring that customers are exploring new products and experimenting with new lines in different ways. It also demonstrates the role that beauty bloggers and Instagram influencers have on the sales of beauty products. Beauty consumers are increasingly turning to their peers for advice on products and take the lead of their online idols, revealing the true influence of online social media channels like Instagram and twitter.”

Press Contact

Lucy Green
Greenfields Communications
07817 698366

The NPD Group, Inc.
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Port Washington, NY 11050

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